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#SocialTVConf presentations - 22/1/13 - Garret Keogh from Telegraph Hill
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#SocialTVConf presentations - 22/1/13 - Garret Keogh from Telegraph Hill

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Garret Keogh, co-founder of social TV agency Telegraph Hill - presented insights and case-studies of their work in audience interaction in their work with the BBC and others.

Garret Keogh, co-founder of social TV agency Telegraph Hill - presented insights and case-studies of their work in audience interaction in their work with the BBC and others.

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  • INTRO BOARD
  • A bit about who we are…
  • Notice from the pictures…Broadcast quality without edit suites or huge crewsNimble, quick to plan, shoot and publish contentCollaborative by nature – work with main shooting units, talent, marketing teams, etcOr run whole productions in-houseSOCIAL IS DIFFERENT TO TV - SETTING UP TEAMS THIS WAY WORKS
  • A look at the kind of work we create for social…
  • BIG TV SHOWSTurn fans into ambassadors for big showsCreate buzz, e.g. The VoiceHelp them compete against rivals, e.g. The VoiceHelp them rebrand or capture new audiences, e.g. HollyoaksTurn weekly TV shows into 24/7 brandsCreate a better experience for fans
  • REPUTATIONAL TV SHOWSDrive niche shows with crucial interactionsWhat does it mean to have social integration? We make it work, e. g. Free SpeechMore than reading tweets on screenExplain the power bar
  • MARKETING CAMPAIGNSIntense focus on a brand for a short time2 x Radio 1 Breakfast show projects, The Fades, plus TV shows in the pipelineEngage fans, pique curiosity, get the nation talking about a brandUse content to do it
  • COMMERCIAL BRANDSSocial partner for high street companies, e.g. RepublicHelp define who they are on social – the role they play in their audience’s livesAs a company we think commerciallyHarness the power of social Boost peer-to-peer recommendations and sales
  • REPUTATIONAL TV SHOWSDrive niche shows with crucial interactionsWhat does it mean to have social integration? We make it work, e. g. Free SpeechMore than reading tweets on screenExplain the power bar
  • How to make social work for you…
  • MARKETING CAMPAIGNSIntense focus on a brand for a short time2 x Radio 1 Breakfast show projects, The Fades, plus TV shows in the pipelineEngage fans, pique curiosity, get the nation talking about a brandUse content to do it
  • CONTENTQuick, sharp copy – why tweet when you can RT us?Iconic images that resonate – make people want to shareShareable video people don’t want their mates to missEverything the audience needs to spread the word
  • CONVERSATIONThe more people talking, the more visible a show or brandUse content to drive the conversationSharing helps visibilityGet people passionateMake them want to contribute regularly and get to know the brand… and each other
  • COMMUNITYCommunities are powerfulMakes people more immersed in the show or brandMakes them DO THE ADVERTISING FOR YOU (e.g. 2000+ shares on Merlin image)Makes them more likely to: Buy other products, e.g. DVDsAccept spinoffsChampion talent in other showsHelp launch the show abroadCreates a positive army of fans willing to back your showOn Merlin we used #MerlinFamily to unite the audience
  • Facebook Reach of 10million in Nov and Dec alone.
  • BIG TV SHOWSTurn fans into ambassadors for big showsCreate buzz, e.g. The VoiceHelp them compete against rivals, e.g. The VoiceHelp them rebrand or capture new audiences, e.g. HollyoaksTurn weekly TV shows into 24/7 brandsCreate a better experience for fans
  • SO REMEMBER…Create great content that defines your brandStart a real conversation that gets the audience doing the advertising for youBuild a loyal community of ambassadors for your brand…or just hire Telegraph Hill !
  • Transcript

    • 1. CONTENT,CONVERSATIONS & COMMUNITIES Garret Keogh garret@wearetelegraphhill.com
    • 2. WHO WE ARE
    • 3. WHAT WE MAKE
    • 4. SOCIAL MEDIA FOR BIG TV SHOWS
    • 5. CROSS PLATFORM SHOWS
    • 6. SOCIAL CAMPAIGNS
    • 7. BRAND STRATEGY
    • 8. SOCIAL TV PLATFORM CONTENT
    • 9. THE BIGSECRET
    • 10. IT’S ABOUT THREE THINGS: CONTENT CONVERSATION COMMUNITY
    • 11. CONTENTGREAT COPYICONIC IMAGESSHAREABLE VIDEOS…EVERYTHING THEAUDIENCE NEEDS TOSPREAD THE WORD
    • 12. CONVERSATION
    • 13. COMMUNITY
    • 14. CASE STUDY: MERLINHERO IMAGES
    • 15. CASE STUDY: MERLINDEFININGTHE COMMUNITY
    • 16. CASE STUDY: MERLININ-JOKES FORFANS
    • 17. CASE STUDY: MERLINTHE END
    • 18. HOW DOES IT ALL COME TOGETHER? JOINED UP TEAMSSHARING THE AUDIENCE’S PASSION THE RIGHT CONTENT ON THE RIGHT PLATFORM
    • 19. CASE STUDY: THE VOICE
    • 20. SO REMEMBER MAKE GREAT CONTENTSTART A REAL CONVERSATION BUILD A LOYAL COMMUNITY
    • 21. wearetelegraphhill.comfacebook.com/wearetelegraphhill @TelegraphHillHQ Garret Keoghgarret@wearetelegraphhill.com

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